It's easy enough to do that effect in an ActionScript file, it would be tough to do in an HTML5 Canvas FLA. That's because the AS3 FLA has 3D rotation tools, which are not available in HTML5.

But, assuming you would do is as AS3, you would make a movielcip that has the texture of the wood behind a dynamic text field. You set the contents of the text field from the external data, then either do the arithmetic with code, or create a timeline animation, to make each row rotate and move back and forward in the Z axis.

Here's a set of five rows where the middle one is a Z=0 and X rotation is 0 too. The one above the middle has its X rotation set to -20, the one above that is -40. The one below the middle is +20, and the bottom one is +40. That's degrees by the way.

As well as being X rotated, they're also moved in the Z axis, to look further away.

It would take a bit of time to fully explain what you need to do, but hopefully you can see that it's the same effect as the barreling Hearthstone.